I do not accept international master and Ph.D. candidates anymore.
Education Background
B.S.(Majored in Textile Engineering), Wuhan Textile University
M.S.(Majored in Enterprise Management), Wuhan University
Ph.D.(Majored in Marketing), Wuhan University
Overseas Visiting and Training
Visiting Scholar, Louisiana State University, USA, Aug 2011-Jan 2012
Visiting Scholar, Emory University, USA, Feb. 2012-Jul 2012
Visiting Scholar, University of Cambridge, UK, Mar 2022-Sept 2022
Courses Taught
Marketing Engineering, Internet and Marketing Innovation, Marketing Management.
Work Experience
Sept 2003-Mar 2006, School of Management, Fudan University, Postdoctoral
Apr 2006-now, School of Management, Huazhong University of Science and Technology, Associate Professor, Professor
Consulting (Training) Activities
provided management training and consulting services for middle and senior executives from multiple enterprises and institutions, including China National Petroleum Corporation and Wuhan Yellow Tower Tobacco Group.
Research Interests
1. Social media marketing: focuses on social media influencers, virtual digital humans and digital advertising, information flow advertising, privacy issues in private domain marketing, cutting-edge methods, tools, and performance evaluations for customer relationship management
2. Social responsibility marketing: focuses on corporate social responsibility marketing strategies, ESG information disclosure, service failures, and service remediation strategies
3. Artificial intelligence marketing: focusing on human-computer interaction interface design, and the application of artificial intelligence in consumer education
Research projects (as PI)
1. The Impact of Social Media In-feed Advertising Design on Customer Engagement: A study based on Eye-tracking Experiments, National Natural Science Foundation International (Regional) Cooperation and Exchange Project No.72211540011.
2. The impact of the nativeness of social media In-feed advertising on customer brand engagement, National Natural Science Foundation, General Project No.71972078.
3. Research on the influencing factors and models of firm’s marketing ethics decision-making in China’s immature market, General Project of the National Natural Science Foundation No.70472020.
4. Research on the motivation, obstacles, and incentive mechanisms of socially responsible consumption, General Project of the Humanities and Social Science Fund of the Ministry of Education No.09YJA630042.
5. Research on the determinants and models influencing ethical decision Making in Marketing, China Postdoctoral Science Foundation No.20040350471.
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International Journal Publications
1. Hai, C., Yan, J*., He, Y., & Wu, Y. (Elle). (2026). Emotional showdown: Can virtual endorsers out‐express human endorsers in digital advertising? Psychology & Marketing, 1–19. Advance online publication. https://doi.org/10.1002/mar.70161(SSCI Q1)
2. Zhao, W., Chang, Y., Yan, J*., & Chai, S. (2026). Mapping cross-platform personalization: How path configurations impact ad effectiveness. Journal of Retailing and Consumer Services, 92, 104783. https://doi.org/10.1016/j.jretconser.2026.104783 (SSCI Q1)
3. Chai, S., Chang, Y., Yan, J*., & Li, Y*. (2025). Balancing nativeness: Unpacking the interaction between design and content nativeness in in‐feed advertising. International Journal of Consumer Studies, 50(1), e70165. https://doi.org/10.1111/ijcs.70165 (SSCI Q2)
4. Elshazly, A., Yan, J*., & Ghaith, A. (2025). Understanding how narrative attributes of sponsored food vlog affect viewers’ engagement: Evidence from Egypt. Journal of Retailing and Consumer Services, 84, 104718. https://doi.org/10.1016/j.jretconser.2025.104718 (SSCI Q1)
5. Gao, B., Yan, J.*, & Zhong, R. (2025). How digital teacher appearance anthropomorphism impacts digital learning satisfaction and intention to use: Interaction with knowledge type. IEEE Transactions on Learning Technologies, 18, 438–457. https://doi.org/10.1109/TLT.2025.3560032 (SSCI Q1)
6. Yan J., Pan, J*., Li, Z., & Chang, Y. (2024). Promoting eco-friendly advertising on social media: The fit between appeals and tie strength. International Journal of Advertising, 43(1), 202–230. https://doi.org/10.1080/02650487.2023.2207712 (SSCI Q1)
7. Yan, J., Ali, I., Ali, R., & Chang, Y. (2022). The power of affection: Exploring the key drivers of customer loyalty in virtual reality-enabled services. Frontiers in Psychology, 13, 850896. https://doi.org/10.3389/fpsyg.2022.850896 (SSCI Q1)
8. Gao, B., Li, Z*., & Yan, J. (2022). The influence of social commerce on eco-friendly consumer behavior: Technological and social roles. Journal of Consumer Behavior, 21(4), 653–672. https://doi.org/10.1002/cb.2046 (SSCI Q2)
9. Sharma, A., Kumar, V., Yan, J*., Borah, S. B., & Adhikary, A. (2019). Understanding the structural characteristics of a firm’s whole buyer-supplier network and its impact on international business performance. Journal of International Business Studies, 50(3), 365-392. https://doi.org/10.1057/s41267-018-0163-6 (SSCI Q1, UTD24)
10. Chang, Y., Li, Y*., Yan, J., & Kumar, V. (2019). Getting more likes: The impact of narrative person and brand image on customer brand interactions. Journal of the Academy of Marketing Science, 47(6), 1027-1045. https://link.springer.com/article/10.1007/s11747-019-00632-2 (SSCI Q1, FT50)
11. Alghawi, I. A., Yan, J*., & Wei, C. (2014). Professional of interactive: CEOs’ image strategies in the microblogging context. Computers in Human Behavior, 41, 184-189. https://doi.org/10.1016/j.chb.2014.09.017 (SSCI Q1)
12. Yan, J., & She, Q. L. (2011). Developing a trichotomy model to measure socially responsible behaviour in China. International Journal of Market Research, 53(2), 253-274. https://doi.org/10.2501/IJMR-53-2-253-274 (SSCI Q2)
13. Wu, J. F., Chang, Y. P*., Yan, J., & Hou, D. L. (2019). Online product category and pricing strategies of land-based retailers. Internet Research, 29(1), 245-270. https://doi.org/10.1108/IntR-03-2017-0108 (SSCI Q1)
14. Dong, X., Chang, Y.*, Wang, Y., & Yan, J. (2017). Understanding usage of Internet of Things (IoT) system in China: Cognitive experience and affect experience as moderator. Information Technology & People, 30(1), 117-138. https://doi.org/10.1108/ITP-04-2015-0085 (SSCI )
15. De Silva, V., & Yan, J. (2016). Predictors of attitudinal outcomes in mobile advertising in Sri Lanka: An emerging market. International Journal of Marketing Studies, 8(3), 129-144. https://doi.org/10.5539/ijms.v8n3p129
16. Chang, Y., Yan, J., Zhang, J., & Luo, J. (2010). Online in-game advertising effect: Examining the influence of match between games and advertising. Journal of Interactive Advertising, 11(1), 63-73.https://doi.org/10.1080/15252019.2010.10722178
17. Chang, Y., & Yan, J. (2002). Benz car destroyed in China: A case of cross-cultural marketing. Journal of Euromarketing, 12(2), 71–86.
Chapters and Books
1. Chang Yaping, Yan Jun. Code of Ethics, China Economic Publishing House, 2005
Grants and Awards
Supervisor of the Excellent Undergraduate Thesis Award, by Hubei Provincial Department of Education, 2011
Second Prize of Teaching Quality, by Huazhong University of Science and Technology, 2013
Third Prize of Hubei Province Higher Education Teaching Achievement, by Hubei Provincial People's Government, 2015
Main Academic Positions
Board member of the Business Ethics Professional Committee, the China Management Modernization Research Association, 2022-2025
Council member of the Marketing Professional Committee, the China Management Modernization Research Association, 2016-2020
Council member of the Marketing Association for Universities of Hubei Province, 2014-2016
